The backpack market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different market segments and targeting them with the right products.
One of the most popular methods for performing backpack market segmentation uses demographic factors like age and gender.
Other methods use psychographic factors like lifestyle, as well as behavioral factors like what people use a backpack for and how often they buy one.
In this article, we will conduct backpack segmentation using 10 different variables: price range, style, color, size, occasion, gender, age group, material, brand, and frequency of purchase.
But first, let’s start by understanding why it is important to use market segmentation when selling backpacks.
The Importance of Segmentation of the Backpack Market
The segmentation of the market for backpacks is essential because it allows backpack manufacturers and retailers to target specific groups of consumers with the right products and marketing messages.
By understanding the needs and wants of different segments, businesses can create products that are more likely to appeal to them and retailers can stock the backpacks that their customers are most likely to buy.
The market for backpacks ranges from those looking for a practical everyday backpack to those looking for a specialty item.
There are backpacks for every budget and every style, but not all types of backpacks are equally popular with all consumers.
By segmenting the market, businesses can identify which backpacks are most popular with each group and target their marketing and sales efforts accordingly.
Variables for Backpack Market Segmentation
Backpack market segmentation can be performed along the following 10 axes:
- Price range
- Style
- Color
- Size
- Occasion
- Gender
- Age group
- Material
- Brand
- Frequency of purchase
Most backpack manufacturers cannot possibly cater to all backpack buyers, so they focus on those segments that are most likely to buy their products.
This also has an impact on branding because different segments will respond differently to different marketing messages. Also, a brand that establishes itself as a specialty backpack brand cannot easily switch to targeting the budget backpack market without damaging its reputation.
For example, a backpack that is marketed as a stylish accessory for college kids is likely to have a very different branding from one that is targeted at working professionals who may carry their laptops in it.
It is also important to note that backpacks are often bought for different occasions and so the occasion for purchase is also an important variable to consider. This is why many manufacturers and retailers perform occasion segmentation to target different consumers on different occasions.
This is one of the reasons why we see a sudden increase in stores carrying school backpacks during the back-to-school season.
It is therefore essential that businesses decide which segments they want to target and then design their products, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the 10 variables used in backpack market segmentation.
#01. Segmentation Based on Backpack Price Range
One of the most obvious ways to segment the backpack market is by price range.
Backpacks can be broadly divided into three categories based on price: budget, mid-priced, and premium.
Budget backpacks are usually priced below $50 and are aimed at consumers who are looking for a backpack that is both practical and affordable.
Mid-priced backpacks are usually priced between $50 and $200 and appeal to consumers who want a backpack that is stylish and well-made.
Premium backpacks are those that cost more than $200 and are aimed at consumers who want the best quality backpack money can buy. These backpacks are usually for special activities like hiking or mountaineering.
When segmenting the backpack market by price range, it is important to consider not only the backpack itself but also the target audience.
For example, a premium backpack might be too expensive for a college student but perfect for a working professional who needs a backpack that can double as a briefcase.
#02. Segmentation Based on Backpack Style
Backpacks come in various styles like duffel bags, messenger bags, backpack purses, and so on.
A duffel bag is a large cylindrical bag that is perfect for carrying sports gear or for traveling. It usually has one large compartment and several smaller pockets.
A messenger bag is a rectangular bag that is worn over one shoulder. It usually has a long strap and can be used as an alternative to a traditional backpack.
A backpack purse is a small backpack that is designed to look like a purse. It is perfect for carrying essential items like your phone, wallet, and keys.
Then there are backpacks for special activities like hiking, mountaineering, and so on.
When segmenting the backpack market by style, it is important to consider who will be using the backpack and for what purpose.
For example, a backpack designed for hiking is likely to be very different from one designed for commuting or a backpack designed for a school kid.
#03. Segmentation Based on Backpack Color
Backpacks come in all sorts of colors, from the classics black and brown to more flashy colors like pink and red.
Some backpacks are even color-block or two-tone. The color of a backpack can say a lot about the personality of the wearer.
When segmenting the backpack market by color, it is important to consider who the target audience is and what message the company wants to communicate with its backpack.
For example, a black backpack might be seen as neutral and disappearing in the background while a pink backpack might be seen as more fun and youthful.
Color segmentation is therefore an important way to target different backpack shoppers.
#04. Segmentation Based on Backpack Size
Backpacks come in all sorts of sizes, from small to large. The size of the backpack that a consumer chooses to buy is often dictated by how they intend to use it.
For instance, a small backpack might be perfect for carrying around everyday items like a laptop and some books.
But if the consumer wants a backpack that can double as a carry-on bag for travel, then they might opt for a larger backpack.
Similarly, if someone is planning on going on a month-long hiking trip, then they might need an extra-large backpack to fit all their gear.
When segmenting the backpack market by size, it is important to consider not only the backpack itself but also the intended use.
This will help to ensure that the consumer chooses the backpack that is right for them.
#05. Segmentation Based on Occasion of Purchase
People purchase backpacks for different occasions.
For instance, some people might buy a backpack for a specific trip like hiking or camping.
Others might buy a backpack as an everyday bag to use for school or work.
Still others might buy a backpack to just carry a few light items for a day trip, like to a zoo or when they go for a short walk in the woods.
When segmenting the backpack market by occasion of purchase, it is important to consider why the consumer is buying the backpack and what they hope to get out of it.
This can help even during the design phase of a backpack, as the backpack manufacturer will be able to better tailor the backpack to the intended usage and relevant need of the buyer. But it is also useful during the sales phase when a retailer decides where to place certain backpacks in the store.
#06. Backpack Market Segmentation Based on Gender
Many modern backpacks are unisex in design because it becomes simpler to design and market one backpack model to a wider audience.
However, some backpack companies still do produce backpacks specifically for men or women.
When segmenting the backpack market by gender, it is important to consider the design of the backpack and how it might appeal to either men or women.
For example, a backpack with a more masculine design might appeal to men while a backpack with a more feminine design might appeal to women.
Gender segmentation is therefore an important way to target different backpack shoppers.
#07. Backpack Market Segmentation Based on Age
Age is an important factor to consider when segmenting the backpack market.
This is because different age groups tend to prefer different styles of backpacks.
For instance, a backpack designed for a child might be very different from one designed for a teenager or an adult.
For one, a backpack made for a child will be smaller than that made for an adult.
Younger children prefer backpacks with fun designs and bright colors while older children and teenagers might prefer backpacks that are more stylish.
Adults, on the other hand, might prefer backpacks that are more functional and practical.
When segmenting the backpack market by age, it is important to consider the preferences of the different age groups. This will help to ensure that the backpack appeals to the intended target audience.
#08. Backpack Market Segmentation Based on Material
Backpacks can be made from a variety of different materials.
The most common backpack materials are nylon, polyester, and canvas.
Other backpack materials include leather, PVC, and denim.
When segmenting the backpack market by material, it is important to consider the properties of the different backpack materials and how they may appeal to different consumers.
For instance, nylon is a lightweight and durable material that is often used for hiking backpacks.
Canvas is a sturdy material that is often used for school backpacks.
PVC is a waterproof material that is commonly used for travel backpacks.
Denim is a stylish material that is used for fashion backpacks.
#09. Backpack Market Segmentation Based on Brand
Many people are loyal to certain backpack brands and will only purchase backpacks from those brands.
Other people may be less brand-conscious and more likely to purchase a backpack based on its style, price, or other factors.
So if you own a retail store and are considering doing backpack market segmentation based on brand, think of how different backpack brands might appeal to the customers who come to your store.
A brand-customer mismatch will simply mean that fewer of the customers entering your store will find the brand of backpack they are looking to buy.
#10. Backpack Market Segmentation Based on Frequency of Purchase
The final factor we will consider is the frequency of purchase. This is an important factor as it dictates how much money a customer is likely to spend on a backpack.
For instance, someone who only buys a backpack every few years is likely to spend more on a purchase than someone who buys one every year.
Frequency of purchase can be used during backpack market segmentation to get two camps of consumers: those who look at a backpack as a long-term purchase and those who are likely to replace it often.
Conclusion
As you can see, the target market for backpacks can be segmented using many, many variables and can be analyzed from different angles.
In this article, we performed backpack market segmentation following these 10 factors: price range, style, color, size, occasion, gender, age group, material, brand, and frequency of purchase.
Backpack manufacturers and retailers often use market segmentation to better understand their customers and figure out how to appeal to them.
With backpack market segmentation, they can better understand which backpacks are likely to sell well and can target their audiences more effectively.
